The Church of Jesus Christ of Latter Day Saints has launched an advertising and communications campaign aimed at offsetting stereotypes and pushing the message that Mormons are really just “normal folk”.
The campaign, which features surfers, artists and skateboarders who share their stories to upbeat music and ends with the tag line "And I'm a Mormon", is aimed at changing the religon's polygamist and cultish image.
In an interview reported in The Times Leader, Scott Swofford, director of Mormon.org, said: "It's time to reintroduce ourselves. We hope the spots portray Mormons as diverse people who are united in their belief in Jesus Christ... friendly, charitable, giving to others. We aren't perfect, but our behavior ought to reflect our beliefs.”
The cross-media campaign, which is running in select cities across the US, has already become a YouTube hit, with more than 220,000 hits.
In addition, the campaign's Facebook page, designed to encourage Mormons to share their stories, has been gathering momentum, garnering more than 60,000 fans.